I work with organisations to grow digital experiences their customers actually want.
Senior product and experience leadership. Consumer insight turned into commercial outcomes. Developed with intention. Teams built to last.
Brands I’ve worked with
The glue between business, brand, technology and the people who use it.
Most organisations have the pieces. The insight, the ambition, the technology. What they often lack is someone who can hold it all together and turn it into an experience that actually works. That's where I come in.
The work:
WHERE I COME INDefining your product & experience vision
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A vision that lives in a deck is just a document. I work with your leadership to define or sharpen the product and experience vision, root it in real customer insight, align it to your brand, and pressure test it against what your technology can actually deliver. So when you leave the room, everyone is building toward the same thing.
Designing and fixing the customer experience
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Most experience problems are systems problems in disguise. What your customers feel as friction often starts deep inside your technology, your processes, or the gaps between your teams. I bring together experience design, service design and systems thinking to find the real root cause and fix it. Measurably.
Building your product & UX team
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You need a high-performing function but don't have one yet. Or the one you have isn't working. I build teams from scratch, establish ways of working, and create a culture where customer thinking, service design and cross-functional collaboration with technology become how you operate. Not just a process bolted on.
I've spent 15 years learning how people actually behave in the world.
ABOUT MALIAs a designer by trade, that foundation shapes everything about how I work today. How I listen, how I frame problems, and how I bring clarity into complex and messy environments.
Over time my work expanded into digital product, customer experience, and transformation roles across global organisations. I've built teams, shaped strategies, and created the conditions for great work to happen. At scale, under pressure, and across cultures.
I was born in Singapore to a mixed family and grew up across cultures, languages and perspectives. That's shaped who I am as a person, as a leader, and as a professional in ways I'm still discovering. It's given me the ability to see the world through many lenses at once, and the awareness that those lenses are just as valid as my own. There's no one viewpoint. No one way to approach a problem. That plasticity, in how I think and how I work, is probably my greatest professional asset.
I'm drawn to organisations where the customer experience is genuinely complex and where getting it right actually matters. Turns out there are a lot of them.
Human-centered
Design-rooted
Team builder
Commercially sharp
15+
Years in digital product & experience leadership.
€300 M +
Complex digital platforms at serious commercial scale
Repeatedly.
Teams built from scratch. Cultures that outlast the project.
I work with a small number of organisations at a time. If you're thinking about what the right customer experience could do for your business, I'd genuinely love to hear about it. Even if it's complicated. Especially if it's complicated.